A brilliant product, missing a brand. Breeders Choice by FibreCycle has been ingeniously locally manufacturing upcycled litter for over 30 years. However, even loyalist consumers weren’t able to recall the brand name, our hero ginger the only signifier.

The graphic ‘B’ creates a confident, branded structure that is clever, distinctive and modern, with just the right amount of gumption.

An evolved ginger kitten dialed up warmth and connection, creating a portfolio with an intelligent offering and playful tone.

Contemporary eco narrative 30 years in the making, helping sales grow from $30M to $100M in three years.